A refresher course in branding and outreach for your business online.
Ideal Client Profile
Focus on your business’ products/projects. Think of your clientele. “Who would be interested in our products/projects?”
You’re marketing towards these people in order to gain attention. Pinterest boards (set to secret) are a great tool to use for compiling ideas on who to market to/create content for.
A board is a collection of ideas and people.
• “Individuals,” “Artists,” “Community Center,” “Big Corporation,” – examples of potential clients you may want to
market to.
• These are the people you want to create boards for that you know would be interested in what you have to offer.
• This will help you think from their perspective – what do they want to see from a business that offers what you offer?
Fresh Perspective on “Strengths”
“My strength is this, but I also have experience in that. I can incorporate that into my work with this.
Use your multiple strengths to market to potential clients who may only want your help for one thing.
“I can bake a birthday cake for you. Since I also have experience in hosting events, I can help you plan the birthday
party.” This is the kind of step-by-step planning that can be mentioned in social posts.
Personal Branding Statement Template
“I help Ideal Client by Problem Solving which leads to Outcome Client Desires.”
• Use this statement to form a solid pitch for your brand and reword it to match your own voice.
• After revising, use the statement in social media descriptions.
Personal and ”Personal”
It’s okay to make personal posts on the brand’s networks, so long as it represents the brand’s messaging as well.
Ex. Photos from a vacation trip that relates to the content of your business. If you’re a Bakery, maybe you can post pictures
from an inspiring dessert you had at an unfamiliar restaurant.
LinkedIn Portfolio
Portfolios can be added to LinkedIn profiles in the form of an external document.
Joining Groups on Social Sites
Find groups that are relevant to your brand and request to follow them.
This is a simple form of networking. Your “friends” say something about your brand.
Quarterly Updates
Update profile headers and descriptions quarterly (4 times in a year) to keep all your platforms current and fresh!
Quantity of Quality (where applicable)
Do at least 2 posts a week. Also, schedule posts ahead of time. Content and context matter.
Increase Engagement
• Ask questions, respond/like/share, and create graphics and videos.
• Don’t literally request a call for action.
Don’t directly ask for likes, comments, or shares; it’s a bad look. Also, use hashtags to specify an audience.
Ex. A Bakery would use hashtags like #Foodies, an audience who is more likely to engage in a Bakery’s content.
• Don’t focus on reaches, focus on engagements.
• Taking note of why there is engagement will lead to better content creation and creating what people want to see and engage with.
Cross Platform Plan
Avoid posting the same content everywhere. Instead, adapt to each network.
Ex. Using food pictures
• Pic of food goes on Instagram
• Recipe for food goes in Facebook notes and LinkedIn article
• Experience eating the food goes on Twitter.
Each platform is an opportunity to add new dimensions to content.
Connect with (Potential) Clients
Find optimal times of the day when you think clients will engage with the content.
Ex. #TGIF recipe posts for people getting home after work: 5/6 PM.
#Teacher posts for when staff is on lunch: 11 AM/Noon.
#Motivation quotes for early morning fitness people: 5 AM.
The Correct Content for the Corresponding Platform
Images and videos belong on Pinterest, Instagram, and Facebook. Social posts and networking posts belong on Twitter, LinkedIn,
and Facebook.
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